creative . direction . production
Creative Direction. After the True Mountain shoot I knew the results were good but I was on pins awaiting final images. Knowing they were due to be used at a huge scale in European exhibitions added to the anticipation. Some of the most exciting images I have had the pleasure to capture, the campaign is unquestionably the result of an excellent team. Mother Nature kindly supported the process with perfect conditions.
Production, Creative Direction. That wrap shot. I'll never forget it. The culmination of two wonderful days in the beautiful Lake District. From concept sketches to art direction, it was a delight working with James King and Charlie Sproson to capture the excitement of mountain life for British brand True Mountain.
Creative Direction, Production. Take a vibrant city (Barcelona will do nicely). Add summer sun, a rooftop bar, a dizzy mix of characters and some way out styling from the excellent Goodspaces team. The result - a fantastically fun vibe. Perfectly on message for the stylish new furniture range 'Nomad' from Gloster.
Creative Direction. Knowing what's needed to add the perfect touch to a campaign isn't always clear. Experience and insights are only part of what makes a creative. Sometimes it's just a feeling - sometimes it just has to be. Like a vintage American truck in Italy. What could be simpler?
